Lecture Communication research: Asking questions, finding answers (4/e): Chapter 12 - Joann Keyton

Chapter 12 Quantitative analysis of text Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Study of texts or messages is central to the communication discipline Two data collection and analytical methods Content analysis Interaction analysis Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Content analysis Adata collection Objective and analytical technique Carried to rules out according and procedures Can make Systematic inferences by identifying specific Identifying content to be coded characteristics of Coding and messages Manifest content interpreting Generality content Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Basic principles of content analysis Messages can be classified into a set of categories Elements classified together have similar meanings Categories produce frequency counts to allow for comparisons Evaluate the relevance of frequencies to the theoretical propositions supporting the study Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. What can be analyzed? Sources, senders, Nonverbals cues or or receivers of behaviors messages Functions or types of messages Sounds Visual images Webages Message channels Text messages, tweets Content of Topics messages Message effects Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. ... - tailieumienphi.vn